電動機車消費購買因素之研究—以Gogoro為例

隨著近幾年來對環境議題的重視，許多國家制定關於空氣污染的法規，電動機車和電動車也開始逐漸蓬勃發展，面對日後更為競爭的狀況下，瞭解消費者願意購買電動機車之因素為現今市場上不可忽視的一環。本研究針對目前台灣電動機車產業，以創新擴散理論為研究架構基礎，並加入知覺價值為調節變數，從產品和消費者層面來瞭解消費者購買電動機車因素為何。研究結果顯示，創新擴散理論內之五項產品屬性當中，產品本身的「相對優勢」、「相容性」和「可觀察性」對研究中應變數「購買意願」有顯著且正相關的影響，「複雜性」對「購買意願」有顯著且負相關影響，而「知覺價值」在「相對優勢」、「相容性」對「購買意願」的關係之中具有調節效果。

關鍵字

電動機車；創新擴散理論；知覺價值

並列摘要

As environmental protection becoming important tasks in recent years, many countries enact regulations about air pollution. Also, the development of electric scooters and electric vehicles are two blooming industries. Facing this competitive situation, it is significant to realize the factors of purchasing electric scooters. The study is based on Diffusion of Innovation Theory and using perceived value as moderator, and focus on electric scooter industry in Taiwan which explored the factors of purchasing electric scooters through the aspects of product and customers. The study found that relative advantage, compatibility, and observability have positive influence toward purchase intention. Complexity has negative influence toward purchase intention. Furthermore, perceived value has positively effects on relative advantage and compatibility toward purchase intention.